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Singapore's OCBC Bank

The Singapore OCBC Bank’s website gives visitors and customers the opportunity to explore a range of the bank's products and services

Singapore OCBC Bank's Website

The OCBC Bank website allows users to discover a wide range of personal and business banking services. Our task was to enhance usability and reduce user friction, particularly on mobile and desktop navigation elements

The Team

This was a collaborative project with another UX Designer during my time at Greenie Web. We worked together from research through to ideation and prototyping

Methodology

Design Thinking | Heuristic Evaluation | Contextual Enquiry | User Survey | Comparative Benchmarking

Challenges

We identified key issues through a user-focused audit:

An overly dominant Announcement section on mobile
Redundant Navigation items on desktop
The Contact Us section was overwhelming on both the mobile and desktop platforms

It was also realised that OCBC’s website is 74% dirtier than the lot of websites on the internet as it does not use sustainable energy according to Cabin.

Problem Statement

Daniel, a student in Singapore, seeks a low-maintenance bank account that still offers meaningful benefits. The current site structure makes this hard to discover and compare efficiently

Company Profiling

OCBC serves over three million customers across Singapore, Malaysia, Indonesia, and China — offering Wealth Management, Loans, Deposits, and Trading Services. It ranks among the top three consumer banks in Singapore, known especially for leadership in Home Loans and Wealth Products.

Research/Analysis

UX Audit

We conducted a heuristic review to assess the usability of the site across devices. This helped us pinpoint immediate friction points in navigation, information structure, and overall experience.

User Interview

Using a qualitative approach, we distributed surveys (via Google Forms) targeted at residents of Singapore — the bank's core audience. This helped us factor in regional behaviours and cultural context while gathering insights on how users interact with key site features.

Competitive Analysis

We compared features on each competitor's website and identified inspirations for Singapore OCBC Bank’s website on mobile and desktop devices. After examination, DBS Group and HSBC Singapore were in close competition with the bank. We concluded on the overall Navigation process to bring a more seamless user experience.

Goals

We did not need to draw up from scratch different Information Architecture versions but we concluded on implementing the following solutions in redesigning the Navigation:

Personas

Frustrated Daniel

Daniel, a student aged 24, wants to know more about the service offering but is frustrated with Announcement section fixed to about half his phone's screen size

Irritated Grace

Grace, aged 45, is helping out her boss who is an Affluent suggest a reputable organisation to meet his Private Banking demands but she is irritated by the unnecessary Navigation links on the website

Wireframes

High-Fidelity Prototype

Research Validation

Some feedback from user testing are:

Mobile

Version Two is actually the best for the Announcement
For the actual site, the font size could be smaller
Contact Us... could be a smaller font
Contact Us, Investor... could be organised as two columns to take up less Footer space

Desktop

Login should be more accessible by putting it at the top (above the search engine)
Footer background could be different
The expansion of tab under login could be vertically displayed because there are too many options and it looks a bit messy
No need for there to be a highlights tab if it is the only thing displayed

Conclusion

The following success metrics were achieved:

Making the Announcement area less distracting for website visitors
Removing unnecessary Navigation Links for an improved user experience
Offering website visitors a mindless experience in having a glance at the Bank’s Contacts

Following the Test feedback, there would be need for the design to be further improved.

Communication is very essential to the success of a project. I realised that clear communication with my colleague would save a lot in both time and resource(s).

📸 Credits: Daria Nepriakhina, Paola Aguilar & Warren Wong via Unsplash

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